Does Your Content Provide Value?

Curt Mercadante
Jul 25, 2017 · 2 min read

Content that educates, solves a problem, provides answers, or helps out a person or organization beats content that promotes.

Every. Single. Time.

Sure, the latter type of content may get some clicks (especially if you buy it and spam it out to everyone on your email list), but it is not as valuable as content that provides value to others.

Yes, promotional content is important. It has its place. You need to continue to promote your business, your services, your people, and your awards.

But it shouldn’t be the majority of your content.

Here’s an example: We recently worked with a membership organization on a sponsored content program that promoted their content in local news publications.

It went over like a dud. Why? Because the client only wanted to promote news about awards, and upcoming events, and new hires.

Should we have promoted that stuff? Yes, but …

Overly promotional content should not be the majority of the content you produce.

We consult for an online news startup and we’ve seen the analytics. The stories that get the most traffic are those that educate, that shed light on a new issue, that provide a new wrinkle about issues important to local readers.

So, what does that mean for your organization or business?

  • If you’re a business membership organization, instead of only sending out content that promotes your programs or asks for money, start a newsletter full of content of value to local businesses: An article on how to navigate the new tax laws … A Social Media 101 guide … An interview with the local city councilman about the new road construction program …
  • Own a financial planning company? How about a blog and newsletter with regular articles about changes in 401k regulations, new life insurance products, or a how-to guide on college savings plans for new parents.
  • Accounting firm? Write some articles reviewing accounting software like Quickbooks.

Heck, no matter your business, post some content that has nothing to do with your services or industry. How about a listing of upcoming local business events? Or a guide to local charity organizations? Or reviews of your favorite recent business book reads?

I could go on and on. But you get the idea.

Don’t just promote. Provide value.

Your business or organization will be better off as a result.

Curt Mercadante

Written by

I help people define big, audacious objectives — and then crush them 🔥 I also host The Freedom Club Podcast.

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